For most people, deciding on what to send to their email subscribers can be really difficult. To get people to buy your products or services, without getting them offside to the point that they un-subscribe, what ratio of information, articles, tips, and sales offers do you send them? The fact is there are three distinct ‘types’ of subscriber. There’s prospects, new customers, and longer term repeat customers. And you should be talking to each of these 3 distinct groups in a different way. In this article, we are going to look at people who are in the first stage, which is before they become a customer.
Your Main Goal At the beginning Is Purely Lead Generation
At this stage of your relationship, your focus is all about lead generation. You want to throw out a wide net, and capture as many potential prospects as you can. To do that, you should be offering all of your website visitors some kind of ‘Lead Magnet’ that convinces them to subscribe to your email list.
You can use any number of options to create a lead magnet – it might be a White Paper, a video, an audio, or some other piece of valuable content that helps your customers start moving down the path towards where they want to be. If your lead magnet can do that, people are going to see you as an expert, and they’re going to want to reciprocate because you’ve actually helped them with your marketing.
The Key Distinction Between Marketing That Works And Marketing That Fails is This
Consumers have changed. In the old days, you could sell virtually anything using mass media and hype. But that doesn’t work any more. Your marketing has to be valuable to your customers, or they are simply going to ignore it. So how do you attract attention to your products or services? Make a note of this quote I learned from Frank Kern. It could be worth thousands of dollars to you and your business if you take it to heart…
As a business owner or manager, set yourself a goal of making all of your marketing materials so good, so helpful, and so different from everything else your customer sees from your competitors, that they find them useful and thank you for sending them, even if they don’t buy from you initially. Your marketing materials should actually HELP people, instead of just trying to sell to them. If you can do that, you’re going to stand up head and shoulders above everybody else who’s just saying, “Buy my stuff, buy my stuff.”
So you should be sending this Report, video or whatever it is to your customers immediately after they opt in and confirm their email address. Once you’ve given your readers that initial push towards their goal with your lead magnet, every couple of days you should send them extra information that helps them continue moving towards where they want to be.
Most of the time there’s multiple steps involved in getting from where your readers are to where they want to be, as it relates to your product. So you should be giving people the first steps in your lead magnet, and then give them additional steps and advice in the first three or four pieces of additional content you send out by email.
You should have a call to action in each piece of content, which means you ask your readers to buy something or book your service, because some of those people are going to be getting being closer to buying from you all the time. After that, you’ll want to continue sending your readers helpful content, with offers and ideas on how they can continue moving towards that goal they have as it relates to your product.
The Simple Email Sequence That Could Easily Double Your Sales
So after your initial series of three or four emails where you help people go from where they are to where they need to be using your product or service, next I’ll give you an ideal message sequence you could send to send your readers:
1. In the next email, you highlight one of the major problems your product or service helps to solve, and discuss the problem and the consequences of having it in the person’s life. You goal with this message is to try to aggravate the pain your reader has, so that they come to the conclusion that they need to take action, and they need to do something about it now.
At the end of your email, briefly mention that tomorrow you will give them the solution to the problem you highlighted today. The idea here is to open a loop in your reader’s mind.
They’re thinking, “OK. Now I know I’ve got to fix this problem.” And because you’ve promised you’re going to help them solve that problem tomorrow, and you’ve given them a small taste of how they will benefit by reading tomorrow’s message, your readers are going to be anticipating tomorrow’s message, and they won’t be able to wait to open it.
2. Then in that second message, you show them how your product or service can help solve the problem that you aggravated yesterday, and you close the loop by showing them your solution. You can make an offer to purchase your product based on the fact that they know they have this problem, and you can help them fix it.
When you use this format, you’ll typically see a large spike in sales as people read that second message.
3. Then in email number three a couple of days later, you highlight a different problem that your product or service helps to solve. You discuss the problem, aggravate it, make your readers understand that some of them really will have this problem.
We use this ‘problem probing’ technique, because some people are going to have different problems to others, and we want to cover as many as we can to help a many people as possible, and of course, to maximize your sales.
A Summary Of The Big Idea
So the idea then is to cover all the problems that people are experiencing that your product or service helps to solve, and go through them one after the other in your email sequence. So your message is: Here’s a problem you may have one day, here’s the solution the next day.
You open anther loop again in email 3. In email 4, you show people how your product or service helps them to solve the second problem. If they don’t have that problem, they’re not going to be interested. But if this is the problem that’s keeping them awake at night, they’re going to be interested and you make an offer for your product or service again as the solution.
If you continue to do this, highlight the problem one day and show them how your product or service solves the problem the next day, you can use this system again and again and again.
You can do that for as many problems as your product or service solves, and eventually people are going to buy from you, because you’re going to hit on the exact problem they have, and you will be able to solve it for them.
So that’s the sequence. You send out your lead magnet. You follow up with your readers for a few days and show them how buying your product or service can solve their problems. But if your readers haven’t bought by then, you just go through and highlight a problem one day, the solution the next day, problem two days later, solution the next day. Continue doing that until they buy.